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For many years, the Neilsen Company has published television

For many years, the Neilsen Company has published television program ratings, an important tool f… Show more For many years, the Neilsen Company has published television program ratings, an important tool for advertisers who want their commercials to reach wide audiences. Recently, the Neilsen Company began publishing %u201CN-scores%u201D %u2014another statistic advertisers evaluate. Athletes with high N-scores have the most potential to lure consumers to buy the products they advertise. N-scores are based on surveys of over 1,100 Americans who rate the appeal of athletes on forty-six personal attributes (for example, leadership and trustworthiness). Surveys conducted in 2010 determined that the highest N-score belonged to Peyton Manning, star quarterback for the Indianapolis Colts. Other surveys also have found that Manning is considered an MVP celebrity endorser. Johnette Howard, a writer for ESPN.com explained that part of Manning’s appeal is his personality: %u201C. . . silky smooth . . . . He comes off as a genuinely good guy . . . .%u201D An article in Bloomsburg Businessweek notes that Manning %u201Ctakes his endorsements as seriously as his game and it shows.%u201D a. Why do consumers buy products that Peyton Manning endorses? b. Explain what one writer meant by %u201C[Peyton Manning] takes his endorsements as seriously as his game, and it shows.%u201D • Show less

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